Mobile App Marketing Terms Defined For You

A/B Testing

A randomized experiment to see whether the factor “A” or the factor “B” performs better.Users are shown either A or B at random and results are analyzed to identify the higher-performing option. In mobile app marketing, A/B testing can be carried out for various elements such as app screenshots on an app store listing page.

Abandonment

When a user discontinues using an app after one session or use

Ad Impression

When an ad is shown on a user’s screen. This means the ad was potentially seen by the user.

Ad Network

Android

The mobile operating system developed by Google. Android phone users find and install apps primarily through the Google Play Store

App Icon

The icon that represents your app in the app stores and on a user’s smartphone. App Icons have a significant influence over a person’s first impression of your app and thus their decision to install or not. Learn More: App Store Icon, Why First Impressions Count

App Name

The name of your app for the Apple App Store. Keywords placed in this metadata field have the strongest influence for App Store Rank. You’re allowed 30 characters for the App Name.

Apple Search Ads

The only promotional channel within the actual App Store. Apple Search Ads appear above the first organically ranked app in App Store search results and are shown in a blue box labeled “ad”. Want more app installs with Apple Search Ads? Contact our growth team today.

App Store

The app store for iOS apps created by Apple. iPhone and iPad users find and install apps through the Apple App Store

App Store Rank

The position in which your app shows up in the search results of an app store for a certain keyword (search term). App Store Rank can be increased through ASO, CRO, and Paid UA.

App Title

The title of your app for the Google Play Store. Keywords place in this metadata field have the strongest influence for Google Play Rank. You’re allowed 50 characters for the App Title.

ARPU – Average Revenue Per User

Stands for Average Revenue Per User. This metric shows how monetarily valuable a user is on average to your app business. ARPU is calculated by dividing total revenue by number of users.

Combination Keywords

CPA – Cost Per Acquisition

Cost Per Acquisition may also be called Cost Per Action. This metric measures Paid UA spend by showing how much it costs to convert a person who has viewed your ad into an app user. CPA is calculated by dividing the total paid UA campaign costs by the total number of conversions.

CPC – Cost Per Click

CPC is a paid UAmetric that measures how much it costs you to get an ad viewer to actually click on your ad. This metric is most commonly seen in PPC (pay-per-click) marketing campaigns.

CPI – Cost Per Install

CPI is specific to the mobile industry and stands for Cost Per Install. It’s a pricing model used in mobile app advertising. Your CPI is how much you’re willing to spend, in other words, bid, to gain 1 app install.In CPI campaigns you are only charged when you obtain an install.

CPM – Cost Per Mille

CPM is Cost Per Mille or Cost Per Thousand. This metric measures how much it costs you to get 1,000 ad impressions.

Creative Assets

Creative Set

A group of Creative Assets meant to be used for ad variations in your Apple Search Adscampaigns. You can create Creative Sets with groupings of 3 screenshots. They are used to make your Apple Search Ad more appealing to the target ad groups, which can vary across location, age, etc.

CPT – Cost Per Tap

CPT is the pricing model for Apple Search AdsAdvanced. It’s how much you’re willing to spend, in other words, bid, for a tap through from the Search Ad to your app listing page

CTA – Call to Action

A prompt for a user or visitor to perform a specific action

CTR – Click through Rate

A metric that measures the conversion between impressions of an actionable element such as an ad or CTA and the amount of people who clicked

CVR or CR – Conversion Rate

A conversion rate measures how successful one action is at transferring a user or visitor to another action. Conversion rate is simply calculated by dividing the total number of action A by total number of action B. For example, the conversion rate for an app install ad campaign in the number of ad impressions divided by the number of app installs, which came from the ad

DAU – Daily Active Users

DAU is the number of users who open your app and engage with it for any specified day. The higher your DAU the stickier your app is.

Description

The app listing page element that enables you to further explain what your app offers and also the monetization modelit employs if applicable. Keywords in. the description foriOSapps have no affect on app store rank. However, keywords in the description for Google Playapps largely affect app store rank.

Difficulty

A value calculated by our ASO Tool for keywords. It shows you how hard it will be for your app to rank in the app stores for any given keyword. A difficulty of 0 is extremely easy to rank for and a difficulty of 100 is extremely difficult to rank for.

Engagement Rate

How often users interact with or trigger eventswithin your app. Engagement rate can be measured in several ways. One way is to divide the number of active users in a given cohort by the total number of users in that cohort.

Events

Any user action within your app that can be tracked and later measured to improve app performance

Locale or Localization

A region grouped mainly by language that you can create an app listing page for. You can easily add, manage, and optimize localizations with our AI-powered ASO Tool.

Localize

Meaning to translate all textual elements within an app and also on an app listing page into the target region’s or territory’s native language

Long-Tail Keyword

A long-tail keyword is a keyword combinationthat consists of 3 or more words. These are usually less competitive than stand-alone keywords and can be lucrative for app growth in saturated niches.

LTV – Lifetime Value

A prediction of the monetary value a type of user will bring to your mobile business over the course of their engagement with your app.

MAU – Monthly Active Users

MAU is the number of users who open your app and engage with it for any specified month. The higher your MAU is, the stickier your app is.

Metadata

All text elements in your app listing page. These includes fields that are both visible to and hidden from app store visitors. For example, app name, descriptionand iOSkeyword fieldare all metadata fields. Relevant keywords that you want your app to rank for in the app stores are placed in the metadata.

MMP – Mobile Measurement Partner

An MMP integration is required when running multiple paid UA campaigns. The integration helps you to track which campaigns brought in what users and also how these users then interacted with your app

Monetization Model

For apps companies who want to make money with their apps. Monetization models come in all different shapes and sizes. These include subscription, freemium, IAPs, and flat out pay-for apps.

Organic Uplift

The increase in organic installsfrequently seen when paid UAcampaigns are live

Page View

A page view in terms of app analytics is when an app store visitor views your app listing page in full.

Popularity

A value calculated in ourASO Toolfor keywords. It shows you how large the search volume is for any given keyword. In other words, the higher the popularity, the more people are searching for that keyword in the app stores. A popularity of 5 signals a negligible amount of searches for the keyword. A popularity of 100 means the search volume is extremely high.

Profit

The remaining monetary gains after considering costs. Profit is calculated by total revenue minus expenses, costs, and taxes.

Ratings & Reviews

The app stores allow you to prompt users to leave ratings & reviews for your app. They highly influence conversion rates as people are much more likely to install an app with positive ratings and a large number of reviews.

Retention Rate

Retention rate is the amount of users who are still using your app after a certain period of time. A high app retention rate shows good stickiness. Retention rate is calculated by dividing number of installs in a time period by number of active users in the same time period.

Revenue

Total winning from sales without taking out expenses, costs, and taxes.

ROAS – Return on Ad Sales

A specific type of ROI used to measure how successful ad campaigns are in monetary terms. ROAS is calculated by dividing revenue produced through ads by total ad costs.

ROI – Return on Investment

A popular KPI for many companies. ROI measures how much your company gets back from its investments. These investments can be money, time, labor, etc. The return can also be money, time, and in the case of apps, app installs. ROI is calculated by dividing the return by the investment.

Session Length

How long a user spends inside your app from the first to the last action they made within a single session

Search Results

The results page that an app store visitor gets when they search for something in the app stores. You can increase your rank in the search results for certain keywords using ASO.

Short Description

The short description is part of an app listing page in Google Play and is visible to app store visitors. Keywords in this field are indexed by Google and affect app store rank. You have a character count of 80 here.

Social Media Campaign

Using social media ads to run app install campaigns

SOV – Share of Voice

The share of ad impressions you hold for a specified ad spot

Store Impression

When your app listing is shown to an app store visitor. This can be through search or browse. A store impression is not a full page view.